GWP PUBLIC RELATIONS & COMMUNICATIONS PLAN AND PROCEDURES. GWP Commission April 2, 2012

Transcription

1 1 GWP PUBLIC RELATIONS & COMMUNICATIONS PLAN AND PROCEDURES GWP Commission April 2, 2012

2 Purpose of the Plan 2 Serves as a resource for management and various employees so that they are aware of the public relations and communications goals and plans of GWP Helps quantify the resources that are needed for the different communications tools and the roles assigned for each activity Helps improve communication between Divisions, and creates measurable results This document does not go into specific marketing or outreach campaigns Each outreach or public relations and marketing campaign is unique and will be designed to specifically meet certain needs of the utility Actual campaigns or marketing plans will be created for each project as necessary

3 Goals of the Plan 3 Reputation Management the identity and the perception of the organization Improve stakeholder (customer) opinions of our organization Increase employee morale and internal communications Focus on building goodwill among our customers and our community Create and reinforce our brand and our corporate mission Provide accurate information to public and media

4 Goals of the Plan 4 Relationship Management how the organization connects with its customers Improve communications with our customers and continue to do so in the coming years Provide accurate and useful information about the services and programs we offer

5 Measurement & Results 5 The success of public relations activities is expressed in terms of results gained Results or outcomes measure whether the communication materials and disseminated messages have changed awareness, understanding, opinions, attitudes, preferences, and/or behavior by target audiences, or if a certain activity that was advertised has increased participation Measurement tools include surveys that establish the degree to which our communications are received and show how effective our communications are through increased customer awareness in a particular project

6 Procedures 6 GWP s Business Transformation & Marketing Section manages and coordinates all communications and outreach Each GWP section contacts us for assistance in reaching out to the community We utilize different outreach methods to engage and educate our customers We are committed to ensuring that all of our customer groups, including our low-income customers are engaged and informed

7 Outreach Tools 7 No one size fits all model Typically we utilize: Press releases FB/Twitter Website (pages, surveys, forums) From the Source Newsletter Bill messages Community events Extensive outreach includes: Direct mail (letter or bill insert) Community meetings and presentations Training videos & You Tube Op-eds Advertising City Departments and City Newsletters GTV 6 Collateral development Partnering with Community Based Organizations New Outreach Tools OPOWER CEIVA Display Ring O Rang Direct customer s

8 Internal Communications Tools 8 We utilize: General Manager s Dispatch announcements Connections Internal Newsletter Meetings (all hands & departmental) Press Releases ed to all employees Source Newsletter Website Intranet

9 Examples of Past Outreach Campaigns 9 Smart Meter Installations & Smart Grid Outreach started in 2009 All customer groups needed to be informed and educated Outreach included: Community/Town Hall Meetings Presentations to various groups (e.g. HOAs, Merchant s Associations, Realtor s Association, Rotary Clubs, Community Based Organizations, large and small businesses) Direct mail letters Source Newsletter consistent bi-monthly updates on project Issued constant press releases Regular website updates driving customers to website Direct mail Bill inserts FAQs Coffee s in the Park Attended over 50 Community events with GWP booth

10 Results of Smart Grid Outreach 10 Over 20 articles in the Source Newsletter 20 press releases issued Over 20,000 hits to our Smart Grid website Over 140 news stories covering our project 80+ in local newspapers Made over 30 presentations to local community groups Attended over 50 community events Over 200 customers attended Coffee s in the Park 70 customers attended Smart Grid Forum

11 Mandatory Water Conservation 11 Summer purpose was to reduce water use by 10% Inform customers of Mandatory Water Conservation and 3 day a week watering schedule Educate customers on reasons for mandatory water conservation Informed customers starting 2009 of water shortage situation Source Newsletter, articles on water shortage in each issue Partnered with MWD s outreach campaign for charts and graphics Same messaging and collateral throughout the entire campaign Issued press releases on water situation and conservation Direct mail letter to inform customers that mandatory conservation was implemented, watering schedule and conservation tips Drove customers to website Promoted our in-home Survey program

12 Water Conservation Outreach 12 Made presentations to different customer groups Attended over 50 community events Held 20 Landscape classes Distributed Collateral included: Mirror stickers Table tents Hanging tags Brochures Purchased advertising: Movie theatres Bus shelters Newspapers (different language papers) Trash trucks Developed Water Waster Hotline Online Anonymous Water Waster Reporting Tool Posters Magnets on GWP fleet Bill inserts Envelope and bill messaging Shower timers

13 Outreach Results 13 Customers reduced usage by 18% Many customers still watering three times a week Water usage is still low Continuing water conservation messages Landscape classes always full, over 700 customers have attended Distributed Over 5,000 water conservation brochures 300 posters to small businesses 5,000 shower timers Over 2,000 table tents and mirror stickers

14 Messaging is also Key 14 All messaging is targeted and consistent throughout Look of collateral materials is the same Collateral messaging and look ties into website, advertising and newsletters All GWP team members are consistent in their presentations and responses to public and media

15 Hard to Reach Customers 15 Outreach to low-income, seniors, small businesses and minority customers is always difficult PBC Programs Outreach includes going to the community to inform, engage and educate Presentations to Senior Centers, Adult Day-Care Centers, Community Organizations, and churches Direct mail to Section 8 buildings managers and tenants Advertising in non-profit Newsletters, calendars or bulletin boards Attend community events in targeted zip codes Direct mail including translated documents Door-to-door small business outreach Provide applications, brochures to Home Health Care Providers, Meals on Wheels programs, Hospitals, doctor s offices, City departments and other Community Based organizations

16 Key Factors 16 Outreach is always part of our project plans often starting before program or project starts We work with each section to implement effective outreach tactics and campaigns and tailor them to specific projects Upcoming targeted outreach campaigns include In-Home Displays Electric Vehicle Incentives Opower program

17 Questions? 17 Atineh Haroutunian (818) Follow Us! Glendalewaterandpower COGwaterpower